Representation involves creating aspects of reality such as people, places, events, and objects in a particular medium. It can include stereotypical portrayals that are repeated so often they become seen as normal, as well as archetypes that are ultimate stereotypes. The document asks the reader to consider what representation means to them and to think about examples of stereotypes in how places, groups, and individuals are represented.

1. What is Representation?
Construction in a medium of aspects of ‘reality’
For example:
 People
 Places
 Events
 Objects
 Cultural Identities

2. What does Representation mean
to you?
Create a mind map of what representation
means to you

3. Definitions
 Stereotypes
 Media Institutions use stereotypes because the audience will instantly
understand them. Think of stereotypes as a ‘visual shortcut’. They’re
repeated so often that we assume they are normal or ‘true’.
 Task – Think of a stereotypical representation of Scotland or
O.A.P’s
 Archetypes
 This is the ‘ultimate’ stereotype. For example, the white stiletto
wearing, big busted, brainless blonde bimbo
 Countertype
 A representation that challenges tradition stereotypical
associations of groups, people or places

4. What is a Stereotype?
The common understanding of a group of
people
Can you think of any examples?

5. Task
Look at the next two slides:
Suggest stereotypical views of men and
women

8. How have the roles of men and
women changed?
Go back to your mind map:
Suggest how you think the roles of men and
women have changed
You can use the examples from the handout to
help

9. How & why do the media create
representations for The Sun, 1998 Headline
an audience?
‘Banished Beckham’
The Sun, 2001
Headline ‘Glorious
Golden Balls’
Representations can change over time.

10. Burberry used to REPRESENTED as sophisticated, classy & expensive. Now
it is REPRESENTED differently by the media.

11. These images RE-PRESENT Amy
Winehouse in very different ways.
Her official website used the image
above. The Daily Mail used the
image on the right. Why?

13. Applying Representation to Advertisements
How is Why does he have red & white
Rooney paint on his body? What might
being this represent?
represente
d? Think
about his
body
language;
what might
he have
done?
Who is the AUDIENCE This advertisement was
for this advertisement and created by an ADVERTISING
where might we see it? AGENCY for Nike. Why
doesn’t it have ‘Nike’ on the
advert?

14. Discuss the
representation here.